Home Food & Drink There’s a Rumble in the Crumble as Cumbria’s ‘We Love Cake’ launches...

There’s a Rumble in the Crumble as Cumbria’s ‘We Love Cake’ launches a new free-from line in Waitrose l

Apple Crumble slices from We Love Cake

Bells of Lazonby, renowned family bakers since 1946, is debuting the latest range of We Love Cake nostalgia-inspired bakes in Waitrose.

The brand-new Gluten, Wheat and Milk Free ‘Rumble in The Crumble’ Apple Crumble Slices are a delicious free-from nod to household favourite and classic British pudding apple crumble.

Made in the We Love Cake bakery in Lazonby on the edge of the Lake District, Cumbria; these gluten, wheat and milk free cakes are baked in small batches by skilled bakers and hand finished. The slices are packaged in twin-packs to maintain freshness without losing its small batch quality.

The multi-packs consist of four delicious cake slices, each bite aimed at taking consumers back to their favourite autumnal puddings and childhood flavours.


Head of brand and marketing, Josh Boydell-Smith, from We Love Cake said: “We Love Cake has had a fantastic 12 months of growth in the UK and overseas, and it is exciting to launch a third line into Waitrose. We have a huge pipeline of innovation that’s set to come to market over the next 12 months as we aim to be the number one sweet bakery brand in Free From over the next five years.’

“The We Love Cake range offers something for the whole family, with the nostalgic flavours appealing to both older and younger consumers. It challenges perceptions around free-from bakery and is delicious offering for anyone with or without dietary needs.”

We Love Cake has seen huge success and growth overseas in the Australian market. In the last 12 months the brand has focused on driving listings and sales in the UK, targeting the multiples with new SKUS. Last Autumn, ‘Rip-Roaring Raspberry Ripple’ and a ‘Totally Toffee Sticky Toffee’ launched in Waitrose and Morrisons and remains two of the fastest selling branded cake slices in the category.

Josh added: “Following the Covid-19 pandemic we saw increased numbers of people looking for classic flavours, our Sticky Toffee and Raspberry Ripple variants.

We Love Cake ‘Rumble in the Crumble’ will be available in selected Waitrose stores nationwide from August 16th, launch price RRP £1.80 per pack. The first introductory deal of £1.60 will run from November.

The gluten free cakes are registered with Coeliac UK and declared as suitable for those with coeliac disease.

For information about your closest Waitrose available stockist for Apple Crumble slices head to the We Love Cake website.

The We Love Cake journey began in 2002 when second-generation family business owner, Michael Bell, tried to live as a coeliac for a week. Unsatisfied with anything he ate, not least the free from cakes he reluctantly attempted, by day two of the week-log trial he decided to build a dedicated Gluten, Wheat and Milk Free bakery. After years of honing gluten free bakery he introduced We Love Cake to the UK in 2012.

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